Plan formed by media alliance to tackle harmful online content

Charlie Spargo's picture
by Charlie Spargo

The Global Alliance for Responsible Media (GARM) has produced a plan for a three-pronged attack on harmful online content and the proliferation of "bad actors".

GARM was launched in June 2019 by the World Federation of Advertisers (WFA) in partnership with the Association of National Advertisers (ANA) in the USA, with the goal of driving growth and connectivity on ad-supported media platforms.

Its tripartite plan is designed to improve safety across the media supply chain, and bar bad-faith actors from access to advertiser funding.

GARM will adopt 11 key common definitions so the advertising industry can categorise harmful content in the same way. The definitions cover areas such as explicit content, drugs, spam and terrorism.

Secondly, it will create tools that are common among advertisers, agencies and platforms. The tools will create links between them all that bolster transparency, and allow for media investments in "safer consumer experiences".

Finally, GARM will create shared measurement standards for the ability to block and demonetise content.

Members of the global alliance include GroupM, Shell, Unilever, Adidas and Teads.